Mobile Bootcamp Closing Keynote: "Creating Emotional Moments on Mobile"
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  • 1. Kiip: Creating Emotional Moments on Mobile
  • 2. C AU G H T U P I N T H E M O M E N T
  • 3. This is a story about moments. It starts with a moment of inspiration.
  • 4. Moments, abused.
  • 5. Acknowledgment and reciprocity was the key.
  • 6. Acknowledgment and reciprocity was the key.
  • 7. Fast Company’s Top 50 Most Innovative Companies in the World (WE BEAT MICROSOFT!)
  • 8. Soon, we found moments everywhere. 510 million of them per month. 1,500 apps integrated. 75 million devices each month. 39 million rewards delivered per month.
  • 9. Our evolution: what other moments were in a consumer’s day?
  • 10. Our evolution: what other moments were in a consumer’s day?
  • 11. It wasn’t just about a reward. It was about feeling acknowledged.
  • 12. COUPONS CREDITS VIRTUAL CURRENCY INFLUENCER REWARDS ACCESS BRANDED TIPS EXCLUSIVE CONTENT FEATURES EXTERNAL POINTS It wasn’t just about a reward. It was about feeling acknowledged.
  • 13. Terms & Privacy Here’s a reward for Unlocking an Achievement Enter your email
  • 14. A Reward from Campbells April 26, 2013, 12:44 PM
  • 15. A Reward from Campbells April 26, 2013, 12:44 PM Here’s a reward for Unlocking an Achievement
  • 16. A Reward from Campbells April 26, 2013, 12:44 PM
  • 17. 10.5% of those shown a reward claim it with an e-mail.
  • 18. 10.5% of those shown a reward claim it with an e-mail.
  • 19. have completed a to-do list. women have logged a run. moms have bookmarked a recipe in Austin, Texas.
  • 20. 23,454 have completed a to-do list. women have logged a run. moms have bookmarked a recipe in Austin, Texas.
  • 21. 23,454 have completed a to-do list. 6,545 women have logged a run. moms have bookmarked a recipe in Austin, Texas.
  • 22. 23,454 have completed a to-do list. 6,545 women have logged a run. 36   moms have bookmarked a recipe in Austin, Texas.
  • 23. Why moments?
  • 24. “ Twitter is a series of ‘now’ moments, while there are other platforms that are about yesterday's moments. Marketing is all about owning the ‘now’ moment. - Adam Bain, CRO, Twitter
  • 25. MOBILE SEARCHDRIVES CONVERSIONS MOMENTS UNDERSTANDING HOW MOBILE Mobile search is always on, happening on the go, at home and at work 77% of mobile searches occur at home or work; 17% on the go Mobile Search Ads Shopping queries are 2x more likely to be in store Mobile searches drive valuable outcomes for businesses 3 of 4 mobile searches trigger follow-up actions 36% 25% Actions triggered by mobile search also happen very quickly 55% of conversions (store visit, phone call or purchase) happening within an hour
  • 26. MORNING LOGGED workout FINISHES to-do list G TE NI N RN REVIEWS new recipe AF EVE WATCHES new show OO N ACHIEVES high score MAKES playlist Mobile is a series of moments.
  • 27. We live in moments. We consume in moments. We want things now.
  • 28. We live in moments. We consume in moments. We want things now.
  • 29. Understanding and pinpointing emotion.
  • 30. Understanding and pinpointing emotion.
  • 31. PMT Precision Moments Targeting V D V D
  • 32. PMT Precision Moments Targeting TE G HISTORICAL REDEMPTION RE-REWARDING AF NI N RN EVE OO N MORNING UNIQUE INSIGHTS DEFINING MOMENTS TO OWN TIMELINESS TIME-OF-DAY, MINDSET, FREQUENCY V D V D
  • 33. Billions of moments, billions of opportunities to delight. A crisis in consumers’ mindsets.
  • 34. Media Conversion CRM/Loyalty Data Moments Social Content/Creative Doing more with the moment.
  • 35. Building loyalty in the moment.
  • 36. Building loyalty in the moment.
  • 37. Moments off the device.
  • 38. Looking beyond: moments off the device. The right reward for the right moment.
  • 39. Looking beyond: moments off the device. The right reward for the right moment.
  • 40. Doing it right.
  • 41. Serendipity, surprise, delight, and respect.
  • 42. It’s about being human.
  • 43. SPORTS JFDI CELEBRATION COOKING PRODUCTIVIT Y WHAT’S YOUR MOMENT? DINING WINNING SOCIAL UNPARALLELED WINNING BEAUT Y GOALS CLUMSY
  • 44. brian@kiip.com twitter.com/brian_wong www.kiip.com